''Gorilla'' is a British

advertising campaign An advertising campaign or marketing campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ide ...

launched by the

advertising agency An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generall ...

Fallon London on behalf of

Cadbury Schweppes Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational corporation, multinational confectionery company owned by Mondelez International (spun off from Kraft Foods, Inc., Kraft Foods) since 2010. It is the second-largest c ...

in 2007, to promote

Cadbury Dairy Milk Cadbury Dairy Milk is a British brand of milk chocolate manufactured by Cadbury. First introduced in the United Kingdom in June 1905 and now consists of a number of products. Every product in the Dairy Milk line is made exclusively with milk choc ...

brand

chocolate Chocolate is a food made from roasted and ground cocoa beans that can be a liquid, solid, or paste, either by itself or to flavoring, flavor other foods. Cocoa beans are the processed seeds of the cacao tree (''Theobroma cacao''); unprocesse ...

. The centrepiece of the campaign was a 90-second television and cinema advertisement, supported by related media purchases in

billboard A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertis ...

s, magazines and newspapers, as well as sponsored events and an organised internet presence (contracted out to Hyper).Cadbury risks Phil Collins revival with gorilla drummer
''Brand Republic'', 30 August 2007. Retrieved 6 November 2007. The total cost of the campaign is estimated at £6.2 million. The central television advertisement was created and directed by Juan Cabral and starred the actor Garon Michael. The advertisement, which first appeared on British television on 31 August 2007, has since appeared in

Canada Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...

Australia Australia, officially the Commonwealth of Australia, is a country comprising mainland Australia, the mainland of the Australia (continent), Australian continent, the island of Tasmania and list of islands of Australia, numerous smaller isl ...

South Africa South Africa, officially the Republic of South Africa (RSA), is the Southern Africa, southernmost country in Africa. Its Provinces of South Africa, nine provinces are bounded to the south by of coastline that stretches along the Atlantic O ...

and

New Zealand New Zealand () is an island country in the southwestern Pacific Ocean. It consists of two main landmasses—the North Island () and the South Island ()—and List of islands of New Zealand, over 600 smaller islands. It is the List of isla ...

, among other countries, to popular acclaim. A version uploaded to the

video sharing An online video platform (OVP) enables users to upload, convert, store, and play back video content on the Internet, often via a private server structured, large-scale system that may generate revenue. Users will generally upload video content vi ...

website

YouTube YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in ...

received 500,000

page views In web analytics and website management, a pageview or page view, abbreviated in business to PV and occasionally called page impression, is a request to load a single HTML file (web page) of an Internet site. On the World Wide Web, a page reques ...

in the first week after the launch.Cadbury's drumming gorilla spawns Facebook group
''Brand Republic'', 11 September 2007. Retrieved 6 November 2007. The

polling Poll, polled, or polling may refer to: Forms of voting and counting * Poll, a formal election ** Election verification exit poll, a survey taken to verify election counts ** Polling, voting to make decisions or determine opinions ** Polling pla ...

company

YouGov YouGov plc is a international Internet-based market research and data analytics firm headquartered in the UK with operations in Europe, North America, the Middle East, and Asia-Pacific. History 2000–2010 Stephan Shakespeare and Nadhim ...

reported that public perception of the brand had noticeably improved in the period following the launch, reversing the decline experienced in the first half of 2007.

Description

The advertisement consists of a simple, 90-second

tracking shot In cinematography, a tracking shot is any shot where the camera follows backward, forward or moves alongside the subject being recorded. Mostly the camera’s position is parallel to the character, creating a sideway motion, tracking the chara ...

across a music studio, with

Phil Collins Philip David Charles Collins (born 30 January 1951) is an English musician, songwriter, record producer and actor. He was the drummer and later became the lead singer of the rock band Genesis (band), Genesis and had a successful solo career, ac ...

' "

In the Air Tonight "In the Air Tonight" is the debut solo single by English drummer and singer-songwriter Phil Collins. It was released as the lead single from Collins's debut solo album, ''Face Value (album), Face Value'', in January 1981. It was selected as the s ...

" playing in the background. A large

gorilla Gorillas are primarily herbivorous, terrestrial great apes that inhabit the tropical forests of equatorial Africa. The genus ''Gorilla'' is divided into two species: the eastern gorilla and the western gorilla, and either four or five su ...

sitting at a

drum kit A drum kit or drum set (also known as a trap set, or simply drums in popular music and jazz contexts) is a collection of drums, cymbals, and sometimes other Percussion instrument, auxiliary percussion instruments set up to be played by one p ...

plays along with the song's famous

drum fill In popular music, a fill is a short musical passage, riff, or rhythmic sound which helps to sustain the listener's attention during a break between the phrases of a melody. "The terms riff and fill are sometimes used interchangeably by musicians, ...

Background

''Gorilla'' formed a major part of the pitch by Fallon London to draw Cadbury Schweppes away from its established contract with Carat in 2006. Their proposal was to step away from traditional advertisements to a middle-aged, middle-class demographic. Instead, Fallon proposed the production of "entertainment pieces" aimed at a broader range of consumers and spread through

viral marketing Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way th ...

– that is, through word of mouth.Spot the link between a gorilla and chocolate
, ''

The Independent ''The Independent'' is a British online newspaper. It was established in 1986 as a national morning printed paper. Nicknamed the ''Indy'', it began as a broadsheet and changed to tabloid format in 2003. The last printed edition was publis ...

'', 14 May 2007. Retrieved 6 November 2007. To this end, Cadbury ended its ten-year sponsorship of the popular soap ''

Coronation Street ''Coronation Street'' (colloquially referred to as ''Corrie'') is a British television soap opera created by ITV Granada, Granada Television and shown on ITV (TV network), ITV since 9 December 1960. The programme centres on a cobbled, terraced ...

''. Public perception of the Cadbury brand had slipped in the 2006-7 period, following a series of

public relations Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. Pu ...

blunders and product recalls. In mid-2006, a leaking pipe in the company's Marlbrook factory led to 40 cases of

salmonella ''Salmonella'' is a genus of bacillus (shape), rod-shaped, (bacillus) Gram-negative bacteria of the family Enterobacteriaceae. The two known species of ''Salmonella'' are ''Salmonella enterica'' and ''Salmonella bongori''. ''S. enterica'' ...

exposure"Cadbury fined £1M over salmonella"
''BBC News'', 16 July 2007. Retrieved 8 November 2007. and a product recall costing the company over £20 million. Cadbury's failure to inform the

Food Standards Agency The Food Standards Agency is a non-ministerial government department of the Government of the United Kingdom. It is responsible for protecting public health in relation to food in England, Wales and Northern Ireland. It is led by a board appoin ...

for five months led to an additional £1 million fine from the

Crown Court The Crown Court is the criminal trial court, court of first instance in England and Wales responsible for hearing all indictable offences, some Hybrid offence, either way offences and appeals of the decisions of magistrates' courts. It is ...

in Birmingham.Cadbury issues Easter egg recall
''

BBC News BBC News is an operational business division of the British Broadcasting Corporation (BBC) responsible for the gathering and broadcasting of news and current affairs in the UK and around the world. The department is the world's largest broad ...

'', 10 February 2007. Retrieved 8 November 2007. In the wake of the scandal, the Food Standards Agency advised the company to improve its "out of date" contamination testing procedures. Other public relations blunders in the run-up to the campaign included the distribution of chocolate

Easter eggs Easter eggs, also called Paschal eggs, are eggs that are Egg decorating, decorated for the Christian holiday of Easter, which celebrates the resurrection of Jesus. As such, Easter eggs are commonly used during the season of Eastertide (Easter ...

with traces of nuts without

nut allergy A tree nut allergy is a hypersensitivity to dietary substances from tree nuts and edible tree seeds causing an overreaction of the immune system which may lead to severe physical symptoms. Tree nuts include almonds, Brazil nuts, cashews, chestnuts ...

warnings, the cancellation of a £5 million campaign for Trident chewing gum after complaints of offensive marketing material, and the temporary closure of

Granary Burying Ground The Granary Burying Ground in Massachusetts is the city of Boston's third-oldest cemetery, founded in 1660 and located on Tremont Street. It is the burial location of Revolutionary War-era patriots, including Paul Revere, the five victims of the ...

, a historic cemetery near

Boston Boston is the capital and most populous city in the Commonwealth (U.S. state), Commonwealth of Massachusetts in the United States. The city serves as the cultural and Financial centre, financial center of New England, a region of the Northeas ...

United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...

, following a treasure hunt organised as a

sales promotion Sales promotion is one of the elements of the promotional mix. The primary elements in the promotional mix are advertising, personal selling, direct marketing and publicity/public relations. Sales promotion uses both media and non-media marketing ...

. In mid-2007, Cadbury announced that it would be cutting around 7,500 jobs. A leaked internal

memorandum A memorandum (: memorandums or memoranda; from the Latin ''memorandum'', "(that) which is to be remembered"), also known as a briefing note, is a Writing, written message that is typically used in a professional setting. Commonly abbreviation, ...

revealed that many of the jobs would be moved to Poland, causing an outcry from the workers'

trade union A trade union (British English) or labor union (American English), often simply referred to as a union, is an organization of workers whose purpose is to maintain or improve the conditions of their employment, such as attaining better wages ...

Production

In the wake of these scandals, the success of Fallon's first media campaign was critical to the continued partnership with Cadbury, and the centrepiece television advertisement received the brunt of the attention. The central idea was "founded upon the notion that all communications should be as effortlessly enjoyable as eating the bar itself". Fallon's Argentine-born creative director Juan Cabral, whose credits include the immensely successful '' Balls'' and ''

Paint Paint is a material or mixture that, when applied to a solid material and allowed to dry, adds a film-like layer. As art, this is used to create an image or images known as a painting. Paint can be made in many colors and types. Most paints are ...

'' spots for

Sony is a Japanese multinational conglomerate (company), conglomerate headquartered at Sony City in Minato, Tokyo, Japan. The Sony Group encompasses various businesses, including Sony Corporation (electronics), Sony Semiconductor Solutions (i ...

BRAVIA Bravia (stylized as BRAVIA) is a brand of Sony Visual Products Inc., a wholly owned subsidiary of Sony, and is used for its television products. Its name is a backronym for "Best Resolution Audio Visual Integrated Architecture". All Sony high-defin ...

line of

high-definition television High-definition television (HDTV) describes a television or video system which provides a substantially higher image resolution than the previous generation of technologies. The term has been used since at least 1933; in more recent times, it ref ...

sets, wrote and directed the piece, acting as creative director, art director, copywriter and director. It was his directorial debut. Supporting Cabral were the senior planner Tamsin Davies, the account executive Chris Willingham, the executive creative director Richard Flintham and the agency producer Nicky Barnes. Matthew Fone was the production company producer. The actor Garon Michael was hired to fill the central role for his previous work in similar roles, having played

great ape The Hominidae (), whose members are known as the great apes or hominids (), are a taxonomic family of primates that includes eight extant species in four genera: '' Pongo'' (the Bornean, Sumatran and Tapanuli orangutan); '' Gorilla'' (the ...

s in the

feature film A feature film or feature-length film (often abbreviated to feature), also called a theatrical film, is a film (Film, motion picture, "movie" or simply “picture”) with a running time long enough to be considered the principal or sole present ...

s '' Congo'', ''

Instinct Instinct is the inherent inclination of a living organism towards a particular complex behaviour, containing innate (inborn) elements. The simplest example of an instinctive behaviour is a fixed action pattern (FAP), in which a very short to me ...

'' and the 2001 remake of ''

Planet of the Apes ''Planet of the Apes'' is a science fiction media franchise consisting of films, books, television series, comics, and other media about a Apocalyptic and post-apocalyptic fiction, post-apocalyptic world in which humans and intelligent apes c ...

''. ''Gorilla'' took three months to produce, despite borrowing substantial parts of the set and props from a number of previous projects. The gorilla suit itself was woven from a "fur" of knotted

yak The yak (''Bos grunniens''), also known as the Tartary ox, grunting ox, hairy cattle, or domestic yak, is a species of long-haired domesticated cattle found throughout the Himalayan region, the Tibetan Plateau, Tajikistan, the Pamir Mountains ...

hairs, with an

animatronic An animatronic is a puppet controlled electronically to move in a fluent way. Animatronics are the modern adaptation of the automaton and are often used for the portrayal of characters in films, video games and in theme park attractions. Anim ...

silicone In Organosilicon chemistry, organosilicon and polymer chemistry, a silicone or polysiloxane is a polymer composed of repeating units of siloxane (, where R = Organyl group, organic group). They are typically colorless oils or elastomer, rubber ...

face. The face itself included 27 remote-controlled motors operated by a pair of technicians, with gross movements handled by Garon Michaels. The suit was cooled by ice-water tubing and a handheld fan pointed at the mouth between takes. While much of the suit had existed before the project, several adaptations were made, including custom-made hands for the drum sequence,

foam Foams are two-phase materials science, material systems where a gas is dispersed in a second, non-gaseous material, specifically, in which gas cells are enclosed by a distinct liquid or solid material. Note, this source focuses only on liquid ...

muscle around the chest and shoulders, a new styling for the pelt, and the addition of a gold tooth, grey hairs and a studio earpiece. Shooting took place over several days at Music Bank, the rehearsal studios in London. The spot was filmed by the director of photography Daniel Bronks who inspired the concept when working with Juan Cabral on a previous project, and edited by Joe Guest at Final Cut, London. Post production was done by the London companies The Moving Picture Company (main body, producer Graham Bird) and Golden Square (end frame, producer Jessica Mankowitz). Sound was designed and arranged by Parv Thind at Wave Studios, London.

Release and marketing

The television premiere of the advertisement was on Friday 31 August 2007, during the finale of the eighth series of the United Kingdom

reality television Reality television is a genre of television programming that documents purportedly unscripted real-life situations, often starring ordinary people rather than professional actors. Reality television emerged as a distinct genre in the early 1990s ...

show ''

Big Brother Big Brother may refer to: * a brother senior in birth order Literature * Big Brother (''Nineteen Eighty-Four''), a character from George Orwell's novel ''Nineteen Eighty-Four'' * ''Big Brother'' (magazine), a skateboarding culture magazine * ' ...

'', watched by around 14% of British viewers. Additional 90-second spots were commissioned during September, switching to 10-second cuts in October. The 90-second version was rebroadcast as the final commercial in the break before the final of the

2007 Rugby World Cup The 2007 Rugby World Cup () was the sixth Rugby World Cup, a quadrennial international rugby union competition organised by the International Rugby Board. Twenty nations competed for the Webb Ellis Cup in the tournament, which was hosted by F ...

between

England England is a Countries of the United Kingdom, country that is part of the United Kingdom. It is located on the island of Great Britain, of which it covers about 62%, and List of islands of England, more than 100 smaller adjacent islands. It ...

and

on 20 October, with the face of the

bass drum The bass drum is a large drum that produces a note of low definite or indefinite pitch. The instrument is typically cylindrical, with the drum's diameter usually greater than its depth, with a struck head at both ends of the cylinder. The head ...

emblazoned with an

English flag The flag of England is the national flag of England, a constituent country of the United Kingdom. It is derived from Saint George's Cross (heraldic blazon: ''Argent, a cross gules''). The association of the red cross as an emblem of Englan ...

and the slogan "Bring It Home". Another variant of the advert was broadcast a week earlier before the semi-final of the 2007 Rugby World Cup between England and

France France, officially the French Republic, is a country located primarily in Western Europe. Overseas France, Its overseas regions and territories include French Guiana in South America, Saint Pierre and Miquelon in the Atlantic Ocean#North Atlan ...

on 13 October, with the face of the bass drum emblazoned with an English flag and the slogan "Come on Lads". The spot cost Cadbury an estimated £700,000. Billboard and print campaigns were set up to run alongside the television commercial, and a sponsorship deal with the "Great Gorilla Run" charity

fun run A fun run is a friendly race that involves either road running or cross country running with participants taking part for their own enjoyment rather than competition. A fun run will usually be held to raise funds for a charity, with sponsors prov ...

through London on 23 September 2007 was set up through Sputnik Communications. An online presence was established with a competition on the Glass and a Half Full Productions website offering tickets to

Las Vegas Las Vegas, colloquially referred to as Vegas, is the most populous city in the U.S. state of Nevada and the county seat of Clark County. The Las Vegas Valley metropolitan area is the largest within the greater Mojave Desert, and second-l ...

. The Glass and a Half Full Productions website was created by Hyper as part of a UK-focussed

digital marketing Digital marketing is the component of marketing that uses the Internet and online-based Information technology, digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and service ...

strategy. Following the positive reception of the commercial in the United Kingdom and online, Cadbury Canada arranged to show the advertisements in 850 cinemas across Canada during November 2007. Further online tie-ins were launched, including an

online game An online game is a video game that is either partially or primarily played through the Internet or any other computer network available. Online games are ubiquitous on modern gaming platforms, including PCs, consoles and mobile devices, a ...

and a competition to win a gorilla suit, a purple drum kit and a year's supply of bananas and Cadbury chocolate bars.Brown, D
"Drumming gorilla hits Canadian movie screens"
''Marketing Magazine'', 5 November 2007. Retrieved 8 November 2007. The advertisement was premiered on New Zealand television on Monday, 30 June 2008. The advertisement also helped "In the Air Tonight" re-enter the New Zealand RIANZ Singles Chart at number three in July 2008 and it went on to number one the following week, beating its original 1981 #6 peak. In August 2008, the advertisement began on

Australian television Television in Australia began experimentally as early as 1929 in Melbourne with radio stations 3DB and 3UZ, and 2UE in Sydney, using the ''Radiovision'' system by Gilbert Miles and Donald McDonald, and later from other locations, such as Brisb ...

. It was also re-released in the United Kingdom and Ireland with a new backing track,

Bonnie Tyler Gaynor Sullivan (née Hopkins; born 8 June 1951), known professionally as Bonnie Tyler, is a Welsh singer. Known for her distinctive husky voice, Tyler came to prominence with the release of her 1977 album '' The World Starts Tonight'' and its ...

's "

Total Eclipse of the Heart "Total Eclipse of the Heart" is the lead Single (music), single by Welsh singer Bonnie Tyler from her fifth studio album, ''Faster Than the Speed of Night'' (1983) written and produced by Jim Steinman and recorded in 1982, released as a single ...

". According to the UK newspaper ''

The Guardian ''The Guardian'' is a British daily newspaper. It was founded in Manchester in 1821 as ''The Manchester Guardian'' and changed its name in 1959, followed by a move to London. Along with its sister paper, ''The Guardian Weekly'', ''The Guardi ...

'', "The new version pays homage to the internet mash-up artist who remixed the original with Tyler's Total Eclipse of the Heart". In July 2009, the Cadbury World visitor attraction in Birmingham opened a new area, Advertising Avenue. Towards the end of the attraction, in the Music Shop, a chocolate DJ ("D.J. Choc") invites guests to enjoy four selected clips of favourite Cadbury TV adverts - three of these are broadcast on flatscreen monitors, culminating with the lights in a previously-un-noticed drum booth coming on, with a full-sized animatronic gorilla drumming to "In the Air Tonight".

Reception

The campaign was well received by the British public. The commercial was uploaded to the video sharing website

shortly after it was first broadcast, and was viewed over 500,000 times in the first week. By November 2007, it had been viewed over six million times across a large number of video sharing webhosts.Sherwood, D
"Revealed: The Gorilla ad man"
, ''

The Sunday Mirror The ''Sunday Mirror'' is the Sunday sister paper of the ''Daily Mirror''. It began life in 1915 as the ''Sunday Pictorial'' and was renamed the ''Sunday Mirror'' in 1963. In 2016 it had an average weekly circulation of 620,861, dropping marked ...

'', 21 October 2007. Retrieved 8 November 2007. 70

Facebook Facebook is a social media and social networking service owned by the American technology conglomerate Meta Platforms, Meta. Created in 2004 by Mark Zuckerberg with four other Harvard College students and roommates, Eduardo Saverin, Andre ...

groups appreciating the advertisement were set up with one, named "We love the Cadbury's drumming gorilla", boasting 200 members. A number of spoofs and

parodies A parody is a creative work designed to imitate, comment on, and/or mock its subject by means of satirical or ironic imitation. Often its subject is an original work or some aspect of it (theme/content, author, style, etc), but a parody can als ...

were quickly uploaded by amateurs with the tacit approval of Cadbury,Oliphant, W
"Net fans go ape over gorilla ad"
''

Birmingham Mail The ''Birmingham Mail'' (branded the ''Black Country Mail'' in the Black Country and ''Birmingham Live'' online) is a tabloid newspaper based in Birmingham, England, but distributed around Birmingham, the Black Country, and Solihull and parts ...

'', 2 November 2007. Retrieved 7 November 2007. and the British branch of

Wonderbra The Wonderbra is a type of push-up underwire brassiere that gained worldwide prominence in the 1990s. Although the Wonderbra name was first trademarked in the U.S. in 1955, the brand was developed in Canada. Moses (Moe) Nadler, founder and maj ...

created and uploaded their own, Dan Cadan-directed version of the advertisement, replacing the gorilla with the Wonderbra model (and musician)

Jentina Jentina Rose Rees (née Chapman, born 6 March 1984) is an English rapper, singer, songwriter and model of Romani descent. Biography Jentina Chapman was born on 6 March 1984 in Woking, England to a Romani family that consisted of fourteen childre ...

with the Cadbury strapline "A glass and a half full of joy" being replaced with "Two cups full of joy". While Cadbury tacitly permitted limited display and modification of the commercial without authorisation, the Wonderbra spot was later removed from ''YouTube'' following notification from Phil Collins Limited that the piece infringed its copyright to "In The Air Tonight". ''Gorilla'' was further parodied as an introduction to the second half of the 2007 Children in Need special, with an actor dressed as

Pudsey Bear ''BBC Children in Need'' is the BBC's UK charity dedicated to supporting disadvantaged children and young people across the country. Established in 1980, the organisation has raised over £1 billion by 2023 through its fundraising efforts. Th ...

taking the central role. The British comedy series ''

The Mighty Boosh The Mighty Boosh is a British comedy troupe featuring comedians Julian Barratt and Noel Fielding. Developed from three stage shows, The Mighty Boosh (1998 stage show), ''The Mighty Boosh'', Arctic Boosh, ''Arctic Boosh'' (1999) and Autoboosh, ...

'' features a drumming gorilla named

Bollo A bollo is a bun, popular in Latin America, made from corn, yuca, or potato. Variations are found in the cuisines of Colombia, Ecuador Ecuador, officially the Republic of Ecuador, is a country in northwestern South America, bordered by ...

, played by Dave Brown, and the actor appeared as Bollo in a viral video auditioning for the Cadbury advert to promote the third series of the show. This video was later included as an

Easter egg Easter eggs, also called Paschal eggs, are eggs that are decorated for the Christian holiday of Easter, which celebrates the resurrection of Jesus. As such, Easter eggs are commonly used during the season of Eastertide (Easter season). The ...

on the DVD release of series three. There was much speculation when the advert first appeared on how it was made – whether the gorilla was real, animatronic or a man in a suit. Many believed that Phil Collins himself was the drummer. When asked about ''Gorilla'', Collins jokingly commented, "Not only is he a better drummer than me, he also has more hair. Can he sing too?" "In the Air Tonight" became a popular online download following its appearance in the commercial, reaching a chart position of 14 within the UK Singles Chart despite not being given a physical re-release, and becoming the third-most-downloaded track of the day on the iTunes Store. Despite reservations that the campaign might prove too abstract and have little effect, Cadbury reported that sales of Dairy Milk had increased by 9% from the same period in 2006. Measurements of public perception of the brand carried out by YouGov showed that 20% more people looked favourably on the brand in the period after the advertisement's general release than in the previous period. Spokesmen for the company have expressed amazement at the success of the campaign. Notwithstanding the fact that the spot was originally only broadcast online and within the United Kingdom, the commercial appeared in the news in many

English-speaking countries The English-speaking world comprises the 88 countries and territories in which English is an official, administrative, or cultural language. In the early 2000s, between one and two billion people spoke English, making it the largest language ...

such as Canada and Australia, and plans were made for limited expansion of the campaign into those markets. From 23 June 2008, ''Gorilla'' was also broadcast in New Zealand with further marketing both on the Cadbury NZ website, and in shopping centres and supermarkets, with models and men in gorilla suits handing out samples of Dairy Milk chocolate. The advertisement has won numerous awards, including the Epica d’Or for Film 2007, the Grand Cristal at Festival de la Publicité de Méribel, Gold at the

British Television Advertising Awards The British Arrows (formerly the British Television Advertising Awards (BTAA)) is an advertising awards body in London, which honours the best moving image advertising in the UK. Founded in 1976, the British Arrows awards advertising agencies and ...

2008, Gold at the Advertising Creative Circle Awards 2008, Gold at the International ANDY Awards, Black and Yellow Pencils at the

D&AD Awards Design and Art Direction (D&AD), formerly known as British Design and Art Direction, is a British educational organisation that was created in 1962 to promote excellence in design and advertising. Its main offices are in Spitalfields in London. ...

2008, Gold at the

Clio Awards The Clio Awards, also simply known as The Clios, is an annual award program that recognizes innovation and creative excellence in advertising, design, and communication, as judged by an international panel of advertising professionals. The award ...

2008, Bronze at the One Show 2008, the FAB Award 2008, Gold at the

Fair Go ''Fair Go'' is a New Zealand consumer affairs television programme hosted by Pippa Wetzell. First aired in 1977, it was New Zealand's second longest-running local programme (after '' Country Calendar''). It was also one of its highest-rated p ...

Ad Awards 2008, and the Film Grand Prix Lion at

Cannes Lions The Cannes Lions International Festival of Creativity (formerly the International Advertising Festival) is a global event for those working in creative communications, advertising, and related fields. It is considered the largest gathering of the ...

2008, widely considered the most prestigious prize within the advertising community.

VH1 Classic UK MTV Classic was a British pay television music channel from Paramount Networks UK & Australia. The channel was launched in the United Kingdom and Ireland on 1 July 1999 as VH1 Classic. It focused on music videos and music specials from the 196 ...

also made an ident which shows a man play "In The Air Tonight", and when the famous drum solo comes on, he holds a pair of drumsticks and bangs the pillows in front of him in the tune of the drum solo.

Sequels and remixes

In September 2007, an extended mix of the advertisement was uploaded to ''YouTube''. It used the original 90 second advertisement, but with the video playing in a loop against the backtracking of the full-length version of Collins' "In the Air Tonight". On 30 March 2008, Cadbury began rolling out the sequel to the ''Gorilla'' campaign. Using many of the same ideas, ''Airport Trucks'', again written and directed by Juan Cabral, features heavily customised airport

ground support equipment Ground support equipment (GSE) is the support equipment found at an airport, usually on the apron, the servicing area by the terminal. This equipment is used to service the aircraft between flights. As the name suggests, ground support equipment ...

racing at night to

Queen Queen most commonly refers to: * Queen regnant, a female monarch of a kingdom * Queen consort, the wife of a reigning king * Queen (band), a British rock band Queen or QUEEN may also refer to: Monarchy * Queen dowager, the widow of a king * Q ...

's "

Don't Stop Me Now "Don't Stop Me Now" is a song by the British rock band Queen, featured on their 1978 album ''Jazz'' and released as a single on 26 January 1979. Written by lead singer Freddie Mercury, it was recorded in August 1978 at Super Bear Studios in ...

". On 5 September 2008, a second ''Gorilla'' advertisement, featuring

's "

", was broadcast on

Channel 4 Channel 4 is a British free-to-air public broadcast television channel owned and operated by Channel Four Television Corporation. It is state-owned enterprise, publicly owned but, unlike the BBC, it receives no public funding and is funded en ...

during the Big Brother 9 final. The new version paid homage to the internet mash-up artist (Javier Malagón) who remixed the original with Tyler's "Total Eclipse of the Heart". This advertisement was immediately followed by a version of ''Airport Trucks'' with

Bon Jovi Bon Jovi is an American Rock music, rock band formed in Sayreville, New Jersey in 1983. The band consists of singer Jon Bon Jovi, keyboardist David Bryan, drummer Tico Torres, guitarists John Shanks and Phil X, percussionist Everett Bradley ...

's "

Livin' on a Prayer "Livin' on a Prayer" is a song by the American rock band Bon Jovi from their third studio album, '' Slippery When Wet''. Written by Jon Bon Jovi, Richie Sambora and Desmond Child, the single, released in late 1986, performed strongly on both ...

". In March 2009, a version of the advertisement was shown in Australia, with the gorilla playing the drums along to

John Farnham John Peter Farnham (born 1 July 1949) is a British-born Australian singer. Farnham was a teen pop idol from 1967 until the mid-1970s, billed as Johnny Farnham. He has since forged a career as an adult contemporary singer.McFarlane (1999). Enc ...

's "

You're the Voice "You're the Voice" is a song recorded by Australian singer John Farnham released in 1986. It became an immediate hit in Australia as well as several European countries including the United Kingdom and Ireland. It was released as a single in Sept ...

". This version was heavily criticised by the Australian public because it was seen as an inferior copy of the original, and tried to make use of John Farnham's return to the public stage at the recent

Sound Relief Sound Relief was a multi-venue rock music concert held on 14 March 2009, which was announced by the Premier of Victoria, John Brumby on 24 February 2009. The event was organised by Michael Gudinski, Michael Chugg, Amanda Pelman, Joe Segreto & ...

rock concert. In January 2009, a new advertisement for Cadbury Dairy Milk was launched featuring dancing eyebrows. In September 2009, Cadbury's Dairy Milk moved to

Fairtrade A fair trade certification is a product certification within the market-based movement of fair trade. The most widely used fair trade certification is FLO International's, the International Fairtrade Certification Mark, used in Europe, Africa ...

cocoa beans, and a new record label based on Gorilla's campaign ("A Glass and a Half") saw the advert/song ''

Zingolo "Zingolo" is the name of both a television advertisement for Cadbury's Dairy Milk in the UK in September 2009, and a single by Tinny released the same month, which features in the advertisement. The song, "Zingolo", was released on the newly e ...

''.

References

External links

Glass and a Half Full Productions
website showing the ''Gorilla'' advert and its sequel
html site

''Gorilla'' direct download
from the above site (in

WMV Windows Media Video (WMV) is a series of video codecs and their corresponding video coding formats developed by Microsoft. It is part of the Windows Media framework. WMV consists of three distinct codecs: the original video compression technolog ...

format)
GoGorilla.ca
, the website launched as part of the Canadian cinema campaign

at Break.com
Children in Need tribute
at

(watermarked)
GaronMichael.com
, the homepage of the gorilla performer
Original Gorilla Eclipse of the Heart Remix
by javiermalagon.
Cadbury Trucks commercial
with Bon Jovi song.
Music Bank
studios where Gorilla TV commercial was rehearsed and filmed.

Producer. {{end 2007 works 2007 in British television British television commercials 2000s television commercials Fictional gorillas Phil Collins Winners of the Cannes Lions International Advertising Festival Film Grand Prix Animatronics

Description

Background

Production

Release and marketing

Reception

Sequels and remixes

See also

References

External links